A D2C fashion brand managing 1,200+ SKUs across seasonal drops had no reliable source of truth for product data. I designed an internal PIM tool that replaced spreadsheets, WhatsApp threads, and Dropbox folders — giving every team member the same picture.
product catalog view.
What the team sees every day
The catalog list is the home screen — a scannable table of all SKUs with status, category, pricing, and quick access to each product record. Every field is editable inline. Every status transition is one click.
Catalog list: 1,248 SKUs with status system, inline editing, and bulk actions
context.
The Problem
Molo Brands is a Valencia-based D2C fashion label with seasonal drops every 8 weeks. Their internal team managed product data through Google Sheets, WhatsApp messages, and shared Dropbox folders. When a product launched, the marketing team, e-commerce manager, and warehouse team all worked from different versions of the same information.
No single source of truth for product attributes — size, material, care label, pricing, imagery
Seasonal catalog updates required manually notifying 4+ people — errors still slipped through
Filtering and searching the spreadsheet took 3–5 minutes per product lookup
No visibility into approval status — anyone could publish anything at any time
→ The team didn't need more information. They needed the right information, in one place, with clear ownership and status at every step.
product record.
One product, one complete record
Each product page consolidates core info, specs, pricing, imagery, and status in a single view. The status workflow — Draft → Review → Approved → Published — is visible and actionable from the same screen.
Product record: status workflow, imagery, specs, pricing, and variant management in one view
discovery.
What research revealed
I spent two days embedded with the team before opening Figma — observing the e-commerce manager during a catalog update, sitting with the warehouse coordinator during stock reconciliation, and interviewing the marketing lead. Three findings changed the direction of the solution:
The spreadsheet wasn't the problem — the lack of structure was. People had added columns over time without agreement, so the same field existed under three different names.
Images were the biggest blocker. The team spent 40% of catalog update time hunting down final approved images across Dropbox, email threads, and WhatsApp.
Approval was invisible. There was no way to tell if a product was draft, approved, or published — they had to message someone to check.
bulk edit mode.
Seasonal updates in 20 minutes, not 3 hours
The most time-consuming task was updating pricing across an entire seasonal collection. I designed a bulk edit mode where the team selects multiple SKUs and updates shared fields simultaneously — with a preview of changes before applying.
Bulk edit mode: select multiple SKUs, preview changes with delta, apply in one action
the solution.
One product, one record, one owner
The tool was designed around three primary views: the catalog list, the individual product record, and the bulk edit mode. Every interface decision was driven by the daily workflow of the team — speed of lookup, confidence in data accuracy, and minimal training required.
Structured product records with defined field ownership — no more free-form columns
4-state status system: Draft → Review → Approved → Published. Marketing can only push products live once Approved.
Global search and filter: lookup time reduced from 3–5 minutes to under 30 seconds
Bulk edit mode for seasonal pricing updates — a 3-hour quarterly process became 20 minutes
impact.
1,200+
SKUs migrated
30s
Avg product lookup
↓ 90%
Launch errors
20 min
Seasonal update (was 3h)
The team adopted the tool within the first week — it was designed around their existing mental model.
Product launch errors (wrong specs, wrong imagery published) dropped significantly after the status system was introduced.
The marketing team could prepare campaign assets with full confidence that product data was correct and approved.
